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ConsistencyCall to action in email permeates all touch points (landing page, collateral, WP, sales team, etc.)Whole company is a unified-frontPlanningResonatingCapture mindshare in the inboxSegment and deliver “personal” messages that you can scaleContentFresh, creates value and drives trafficLiving content that is regularly updated and added toWritten for readers and written wellScalable with the ability to be repurposedLocalized (“speaks” to them)Call to action

SegmentContent must speak to the targetConsider multiple versions for specific market segmentsSubjectAKA – email open rate strategyOptimize for mobile“Be clear or get cleared out”CTAEmail ties to everythingUnified front and consistencyShoulder-to-ShoulderTest and RefineTry, refine, enhanceA/B testing – what works best with whomMobile FriendlyMobile is becoming increasingly importantAdopt a plan to optimize mobile email

Since emails opens are only measured when images are turned on, this can under-represent those clients that block images by default. Looking at smartphone sales figures can help.

In almost all cases, the from name and address is the first thing that subscribers see.Is your from name recognizable and trustworthy to external audiences? Does the subscriber have a relationship with a person at your company, or will they recognize a brand name first?

All the basics still apply, but in a slightly modified way!

All the basics still apply, but in a slightly modified way!

All the basics still apply, but in a slightly modified way!

All the basics still apply, but in a slightly modified way!

Mobile-friendly email: Trends and best practices

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Mobile-friendly emailTrends and best practices Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW

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Responsive Design• Uses media queries or @media• Not a “line of code”, more like a conditional statement that enables alternate styles • If the screen size is x, then display y • If the screen size is x, then increase headline size to y • If screen size is x, then show image at 100%• Detects screen size of the device being read on and enables alternate styles accordingly• Not supported everywhere www.act-on.com | @ActOnSoftware | #ActOnSW